【作者】 周妍；

【导师】 吴建；

【作者基本信息】 四川大学 ， 传播学， 2007， 硕士

【摘要】 2006年的中国传媒面对更加开放的传媒格局，面对国外传媒集团和广告公司进入的挑战，作出应对应战是自身的生存发展要求之所然也。电视传媒在众多传媒中具有很重要的地位作用，仍然是受众比率最高的传媒。如何更好的经营电视传媒，特别是经营电视传媒中无论现在还是将来都起着重要作用的电视广告，并确定包括广告经营在内的整体经营的对策是当务之急。本论文运用哈佛商学院教授迈克尔·波特的价值链分析理论，对电视传媒产业的价值链进行清理，构建电视传媒产业价值链的模型，这种清理是建立在电视内容信息产品生产，以及目前电视广告经营在电视传媒经营中的举足轻重地位，和将来的不可或缺的作用的视角作为研究的出发点，以求在电视广告传播和电视传媒经营策略方面作出探索性研究，促进产业发展。电视传媒的基本活动价值链为“节目产品的创意策划与设计—节目产品生产制作—节目的包装—节目与广告的传播—节目与广告的营销与服务—受众消费反馈”。之所以将节目创意策划作为电视传媒价值链的起点是由电视传媒的创造力经济本质属性决定的。电视传媒的辅助活动价值链为“基础设施—人力资源管理—技术研究开发—采购供应”。电视传媒的广告经营价值链为“提高电视广告传播效果—加强电视广告主服务—培育电视广告受众审美鉴赏力—创新电视广告经营策略—发展数字电视广告”。电视传媒只有充分整合各部分的资源，才能发挥整体大于部分之和作用，减少重复和浪费，节约资源，尽最大可能发挥自身潜力，提升竞争力，应对新媒体不断涌现而不断变化的传媒格局，持续健康发展。本论文吸取了许多专家学者研究成果，力求将经营管理方面的知识融进传播学领域，作一定的应用分析研究。更多还原

【Abstract】 Since 2006, the Chinese media have been facing an more and more open media situation. The entrance of foreign media groups and advertising companies into the China market is a symble of challenge, therefore, a fight back for further development by the Chinese media industry is inevitable.Television, as one of the traditional media and the most popular media, still plays a most important role in the media industry. It is widely acknowledged that the television advertisement is and will still be of great importance to the television industry, therefore, how to manage television industry, especially the advertising marketing better, is urgent for the whole media industry at the moment.This thesis uses the value chain analysis theories of professor Michale E.Porter from Harvard business of institute, to analyze the specific value chain of television media industry. By doing this, the author tries to help set up a useful value chain pattern of the industry, which is based on the information of TV contents, the prominent position of television advertisement management, and the unneglectable function of the the future research, in order to conduct strategy to make a quest research on TV, and boost the development of the whole industry.The fundamental value chain of the television industry is "the creativity of the program—the production of program—the packaging of the program—the communication of the program and advertisemen—the marketing and service of the program and advertisement—the feedback from the audience".The reason why the value chain of television industry starts from the creativity of the program, is decided by the economic attribute of industry. The assisted value chain of television industry is "the basic infrastructure—the human resource management—the technique research development—the purchase and supply" .The value chain of the advertisement management of the television industry is" the exaltatation of the television advertisement communication effect—theenhanced service for the advertiser—the cultivation of the audience’s aesthetic ability—the innovation of the television advertisement management strategy—thedevelopment of the digital television advertisement" .The television can enjoy a continuing and healthy development, only when the television can integrate all the media resources. When applying this resource integration strategy, it helps the television industry reduce the waste of the media resources, develop useful counterplans to deal with the coming era of new media, etc.This thesis absorbs many experts’ ideas, and tries hard to integrate the knowledge of management into the communication field, thus to make certain practical analysis research.更多还原